Técnicas de Marketing em Anúncios Televisivos de Alimentos e Bebidas Dirigidos a Crianças na Espanha

Por: Imaría José Bosqued-estefanía, Javier Damián, Lázaro López-jurado, María ángeles Moya-geromin e Miguel ángel Royo-bordonada.

International Journal of Public Health - v.63 - n.6 - 2018

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Resumo

Objetivo
Analisar técnicas de marketing utilizadas em propagandas televisivas de alimentos e bebidas (AFDs) dirigidas a crianças e sua qualidade nutricional.

Métodos
Este é um estudo transversal de AFDs de televisão dirigido a crianças em Espanha durante 7 dias em 2012. Apelo primário, técnicas de marketing persuasivo e nutricional, e links para Internet foram registrados. Os alimentos foram classificados de acordo com sua qualidade nutricional, utilizando um sistema de codificação internacional e o modelo de perfil nutricional do Reino Unido. A freqüência de AFDs usando técnicas de marketing e porcentagens de produtos não saudáveis foi calculada

Resultados
Gosto e diversão foram os principais apelos primários usados. Técnicas de marketing persuasivo e nutricional e links para Internet foram utilizados em 61%, 68,5% e 65,2% das AFDs, respectivamente. Essas técnicas eram mais comuns durante os dias da semana, períodos de proteção aprimorados e canais com apelo especial para as crianças. Mais de dois terços das AFDs usando essas técnicas eram para produtos não saudáveis, alcançando 96,2% das AFDs com ofertas e presentes premium.

Conclusão
Há um uso extensivo de técnicas de marketing em AFDs de televisão dirigidas a crianças na Espanha. A maioria dos produtos anunciados não era saudável, portanto são necessários regulamentos governamentais mais rigorosos.

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Endereço: https://link.springer.com/article/10.1007%2Fs00038-018-1085-7

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